US retailer Fred Segal has partnered with Mastercard to open an interactive Sunset Strip-themed pop-up shop in Los Angeles, which includes a shoppable window to allow customers to shop anytime, day or night.
The immersive experience aims to capture the history of the Sunset Strip and offer stories, insights and memories from influential local minds. It has been dubbed a “Rock ‘n Roll Holy Land” and blends a vintage shopping experience with digital technology.
The shoppable window enables shoppers to interact with merchandise from MadeWorn, an LA based brand specializing in American craftsmanship. Visitors can place items – such as merchandise from bands including KISS and Def Leppard – in their cart and make purchases directly from their phones using a unique link that is sent to them by text. Purchases are then delivered directly to their homes.
In store, shoppers are able to shop from a carefully curated selection of products from historic neon signs to photographs and other vintage treasures. Over 300 vintage and custom garments are also available to shop in time for the music festival season.
The store is the first in a series of activations blending interactive and in store shopping that Mastercard will collaborate with Fred Segal on. The aim of the partnership is to deliver an experiential environment where connected devices and digital technology bring a seamless, customizable experience to consumers.
“Fred Segal is a retailer known for offering its customers an innovative and differentiated shopping experience. It makes them an ideal collaborator to bring to life the latest in experiential retail technology, like our shoppable store front windows,” says Sherri Haymond, executive vice president of digital partnerships at Mastercard.
She continues: “Today, people want to step into store and do more than just shop; they want it to be a destination that seamlessly blends the digital technology that is a core part of their day to day life with their physical environment.”
Mastercard is additionally developing different ways to enable interactive shopping experiences through brand partnerships. For instance, it is currently working with Snapchat to offer shopping capabilities to their cardholders by connecting Snapcodes directly to retail moments.